2. Evaluate success of operational marketing strategies. 3. Assess changes in the external environment.
Learning Objectives General Categories of InstitutioTnosleInavrnolvaebdouint tMhearvkaertiionugsRtyepsesarocfh
Corporate Client B
Custom Research
Firm B
Syndicated Research
Firm X
ห้องสมุดไป่ตู้
Syndicated Research
Firm Y
Field Office X
Field Office Y
Interviewer Interviewer Interviewer
Learning Objectives
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The Marketing Research
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Industry
PTE
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Copyright ? 2002 South-Western/Thomson Learning
Learning Objectives
Learning Objectives
1. To appreciate the structure of the marketing research industry.
Information Users
Level 2
Research Designers and Level 3 Suppliers
Level 4
Data Collectors
Corporate Client A
Custom Research
Firm A
Field Service Firm X
Interviewer
Custom or ad hoc research firms
The Internet Impact
Level 4. Field service firms
Users of Marketing ResearcShpecialized firms
AC Neilson Market Facts subcontract specialized support services
Kraft General Foods
CorporaLteevMeal 2rk. eAtdinaggencies Research Departments
J. Walter Thompson
The MarLkeevteinlg3. Syndicated service firms Research Industry
Level 1. Primary Information Users (Corporate Marketing Departments)
The ultimate users of marketing research Marketing research data is needed to:
1. Determine how targets will react to alternative marketing mixes.
partnering. 7. To appreciate the trends in global marketing research.
The Evolving Structure
Learning Objectives To learn about the various types of firms and their functions in research.
Strategic Partnering and Others Global Research
government, universities
Figure 2.1 The Structure of the MLaearrkneintginOgbjRecetisveesarch Industry
Level 1
firms and their functions in
2.1
Institution
research. Activities, Functions, and Services
TSTablehtreucEtuvroeLlevvinelg1. Corporate marketing departments
4. To understand the impact of the Internet on the marketing research industry. 5. To learn who uses marketing research. 6. To understand the growing importance of strategic
Ad Agency
Field Service Firm Y
Interviewer
Respondents
R
R
R
R
R
R
R
R
R
R
The Evolving Structure
Learning Objectives To learn about the various types of firms and their functions in research.
2. To comprehend the nature of corporate marketing research departments.
3. To learn the various types of firms and their research functions in the market research industry.
4. Identify new target markets. 5. Create new marketing mixes for new target markets.
Level 2: Information Users (Ad Agencies)
? serves corporate clients ? may be ultimate users of research data ? main business: the development and execution of ad